6 Tips for a Better B2B Show Video

By: Joe Braue 

With CES around the corner, it’s time for vertical industry B2B marketers to think through their show video plans for the upcoming year. Companies are spending huge portions of their marketing budgets at CES, NAB, InfoComm, ISTE and other vertical shows, bringing in high-level executives and driving out key product-leadership messages.

Doing video at the show is a critical way to make sure that your message lives on after the show. Some companies have an on-staff videographer. Our NewBay Studios agency provides a five-person crew (producer, two-camera crew, project manager and on-camera interviewer with top-flight audio and lighting and editing capabilities) to tell your story.

This video outlines five best practices for a better B2B show video from our team’s experience.

http://bcove.me/mlzf5nk0

In short:

  1. Nail your main message before the shoot and work backwards.
  2. Keep the video between 2 to 3 minutes which means you need to focus the message.
  3. Pay attention to video and audio quality.
  4. Make it interesting, with multiple cuts, b-roll, and graphics.
  5. Promote in places where prospects and customers will see it.

I’d like to add one best practice to the list: the need for speed.

This year, NewBay Studios at CES 2017 in Las Vegas will be offering 24-hour turnaround on videos produced that the show. That way, your message is available to distribute at the show – and after it.

Sound interesting? Contact me at jbraue@nbmedia.com for more information.

And have a good show!

If you’d like more information about this and other integrated marketing concepts, email me at  jbraue@nbmedia.com

For more information about NewBay Plus, visit www.newbayplusmedia.com/newbay-plus

The Multi-Touch Marketing Program: Here’s How RSG Media Did It

By: Joe Braue – Last September Matt Klepac and the marketing team at RSG Media faced a challenge that will be familiar to many vertical industry B2B marketers: We got a hot product, a hot potential market, but not enough people know who we are.

RSG Media’s solution: an integrated, multichannel marketing program that defined the growing rights management marketplace in the media and entertainment marketplace (RSG Media’s major focus: media companies were “leaving up $50 billion on the table” by not properly managing the distribution rights for their content).

This multi-touch approach used NewBay’s Broadcasting & Cable and Multichannel News brands with my team at NewBay Plus marketing services creating a program that ran for four months and included:

  • 4 custom magazine reports to drive reach and impact, especially with hard to connect with M&E senior executives;
  • 3 online outreach strategies including posting the content online, creating a “Rights Management Channel” with custom and curated content; and a “Rights Management Newsletter” distributed to B&C and MCN subscribers.
  • Live person-to-person contact with prospects via a sponsorship of MCN’s Advanced Advertising Summit.
  • Lead generation from a Rights Management eBook and a companion webinar.

Why use multiple channels? “We want to market across platforms so that we can generate thought leadership for those that need it, build awareness of the solutions that we provide helping the market make more money and reduce risk. Plus, we could build morale internally by showcasing the fabulous work that our teams do every day,” Klepac said.

So how did it work?

On the role of magazine custom content:  “Some of our team members associated print articles with ads,” said Klepac, vice president, marketing, at RSG. But we felt if we could give people quality content that started a conversation, M&E executives would enjoy and read it. People don’t like to be marketed to, but they crave thought leaderships.”

Our NewBay Plus team recruited Dennis Kneale, the former CNBC and Fox Business host and Wall Street Journal reporter to write and byline four custom reports in B&C and MCN to demystify and explain media rights management. Kneale wrote in the first person and was clear in these reports that the content was sponsored by RSG Media. The reports were slugged “advertising.”

The results: “By publishing third-party generated content in the B&C and MCN publications we helped generate more booth activity at trade shows,” Klepac said.  “We actually had executives walk up to our booth, magazine article in hand to talk about the solutions and thought leadership provided. The email marketing helped to generate more traffic to our online properties.  Lead-gen was ok, but that was not our main focus.  In addition, we boosted internal morale by shining a light on the work of our engineering and products teams.”

The key, Klepac said, is to reach decision makers through multiple channels with different information formats to connect with them.

“I like to take a holistic look at marketing,” he said. “This result is an integrated marketing approach that unifies and seamlessly connects the buyer with the brand. Consistency is key in ensuring that the buyer understands your message, thus leading to a return on your investment. Integrated marketing helps by optimizing marketing spend (both digitally and off line), allotting the right dollar amount towards the most effective approach.”

Did the program move the sales needle? Klepac said the actual numbers are confidential. But he did say that sales leads are up substantially, as is traffic to the RSG site and its social following.

If you’d like more information about this and other integrated marketing concepts, email me at  jbraue@nbmedia.com

For more information about NewBay Plus, visit www.newbayplusmedia.com/newbay-plus

Introducing: The B2B Social Media Hub

By: Joe Braue – 

For years, vertical industry marketers seeking to drive thought leadership in a hot sub-segment of their markets have worked with B2B media companies to create microsites on the topic on media company sites. These microsites usually involved the single sponsorship of a jump page or small sites that included media company content and vendor content on the hot subject.

Now, with almost all content being Tweeted or posted to Facebook or LinkedIn, social media curation platforms can be used by editors to curate a wide range of content about specific hot topics and arrange it on a website. And vertical industry marketers can sponsor the hubs to drive thought leadership, visibility, as well as expand social media reach in these hot segments.

Here at NewBay Plus, our leading brands have been producing social media hubs for more than two years covering major industry association shows (TWICE Magazine for CES, Tech & Learning for ISTE, and our AV Group for InfoComm) as well as for other industry happenings (for example, Broadcasting & Cable Magazine for the 2016 Upfronts season, from March to May of this year).

But the biggest use of social media curation platforms may be as the successor to the B2B microsite. Check out NDIcentral (see: http://www.tvtechnology.com/NDIcentral/), a new social media hub that partners TVTechnology, the Creative Planet Network and our client, NewTek. TVT and CPN editors are curating social media posts about the NDI (Network Device Technology) a video over IP standard being driven by NewTek and allied companies. NDIcentral was launched at the IBC Show in Amsterdam (see the press release:  http://www.newbaymedia.com/ndicentral-launches-at-ibc/). NewTek is the sponsor of the site, and TVT and CPN are looking to sign up additional companies who are part of the NDI initiative to participate. To post to the site, use the hashtag: #NDIcentral.

There are three key innovations for the social media hub vs. the traditional microsite:

  • First is the fact that the social media hub can reside on the media company website, vendor website, and any other partner or alliance website. For vendors and their partners, that can be a huge infusion of content about a hot topic to show the industry that you are the leader in the space.
  • Second, using the curation tool, there is a much wider amount of content available for the site via the entire social media universe, and posts are pulled into the site in real time via Twitter or another social feed.
  • Finally, the hub can actually drive the social outreach for the vendor in the hot segment.

If this sounds interesting, email me at jbraue@nbmedia.com and I can walk you through the concept and discuss how we at NewBay Plus could put it to use for your next major vertical marketing push.